In business we constantly design. By design I include that we design meetings, we design strategy, we design communication, we design training, and we design projects and programs.

Some design efforts, such as strategy, business process re-engineering, or talent engagement initiatives, may result in new processes, new standards, or new tasks, but the design goal remains: adoption and utility.

The technical skills, frameworks, and tools that HR and organization development rely on to understand, communicate, and motivate interventions for people and organizations needs a reboot. A relaunch. A restart. This starts with a peek outside their profession: enter marketing, with a social media twist.

The persona effort, based on the usability and goal-oriented design, is a superior framework to plan, launch, guide, monitor, and manage organization interventions and change management initiatives than many organization development frameworks.